Data

Google announced earlier this week that they will bring new privacy controls to Chrome, following the same path as Safari and Firefox have chosen before, but with a slightly different approach. The way Google is approaching this is that the classification of cookies as first or third party needs to be done on the site.

Publishers face the ever growing challenge of declining ad revenue due to market-dominating platforms like Google and Facebook. And with so much free content for easy consumption and changing user behaviour it is a serious challenge for publishers to sell subscriptions, stop the decline and grow revenues.

Last week, it was reported that Oracle has stopped selling AddThis data in Europe. Data traders who collect their data in contravention of the GDPR can still be found in bulk and we believe that the removal of AddThis is just a prelude. We will see significant market cleaning done during this and next year and the first signs of this are already visible in the Nordic countries.

Using multiple sales systems is a part of the everyday life for almost all media, especially in programmatic sales of advertising. Increasing the number of technology partners is necessary to achieve sales growth, but at the same time sales tracking and reporting gets more complicated.
We solved the challenge by developing a tool that enables multiple SSPs and Adservers’ monitoring and reporting in one interface.

Relevant Digital Oy is well-known for setting up tools and technologies required for online advertising and for developing and commercialising online media. Ad servers, software vending and marketing technologies and the related know-how are an important part of our offering, but it does not stop there. In addition to tech projects, we regularly carry out demanding consultancy projects.

Armed with audience data, you can target ad viewers for example at a demographic, psychographic, and behavioral level, resulting in highly targeted ad campaigns that are also more relevant to the target audience. In today’s competitive business environment, marketers must have access to “the right data at the right time” in order to be effective. But the world is full of data so how would marketers know whether the data is of high quality and worth to invest in?

At the turn of the year, there is always a habit to predict what the next year will bring in digital business and marketing, and what topics will become the hottest in 2019. Also at Relevant, we had a look at our own crystal ball and listed, in our opinion, at least the following themes will create discussion in the coming year.

There is much talk about exploiting data, but what kind of technology and know-how are needed to get it started in practice? The ability to analyse, process, and activate data has become widely available to more and more businesses in recent years as more efficient data tools are evolving.

When GDPR rolled out 4 months ago, the whole industry was hyperventilating and some feared the programmatic advertising trade would come to a full stop if the consumers’ consents for the use of data would not be obtained. At Relevant, we were convinced that GDPR would free the market of the most suspicious players.

Summer has quickly turned to Autumn. In both private and business environments, Autumn often gives the opportunity to start with a new drive after the holidays and inspires to make changes. Small changes have also taken place with us at Relevant. We have gained a new member to our management team, Olli Järvilehto, who is responsible for our data business development. Congratulations to Olli! Are you familiar with our management team yet? On our site, you can read short introductions of the members of our management.